Web-sights of websites: capturing the essence of cross-cultural competence and diversity awareness in Greek tourism portals

Purpose This study aims to investigate the cultural aspects of Greek tourist websites. It argues that the Greek tourism industry is deficient in promoting its cultural riches online and provides businesses and organizations with a strategy or strategies to overcome this, serving as a model for other national tourist industries facing similar technological challenges in the digital era. Design/methodology/approach The study rests on a content analysis methodology, using key elements of other studies of website features and leads to positive outcomes of website design strategy including novel content creation, increased online visibility and enhanced attraction of tourist destinations. Findings Website features differ significantly depending on the provider profile. Private businesses design their website experience to enhance user and/or visitor experience, public organizations, on the contrary, center their website design on key facts and figures (last year's number of visitors, etc.). The decision about website features relies on the website visitor's profiles the website owners wish to attract. Originality/value This paper helps bridge an important gap in tourism and technology literature. It addresses problems in the management of website content by large and small organizations and shows how national culture can be better represented within the tourism industry. The Website Quality Checklist (WQC) is an instrument we have created to stretch online domains, encompassing a set of variables we recommend for evaluation and benchmarking purposes.